By Jack Cameron

When it comes to visual advertising, the message is only part of the package. The font of the branding also tells a significant story as to the brand image that a small business is attempting to convey. Serif fonts, namely those with lines at the end of each stroke like the Times New Roman font you’re always told to use in resumés, project the aura of professionalism and traditionalism, whereas sans serif fonts (those without such lines) are perceived as more modern. A script font is often favored by brands in the wedding industry, as it conveys the image of luxury and class, whereas brands taking a more informal approach might adopt handwritten fonts.

The choice of font might seem like a trivial decision, but it is one that could heavily influence the success of a marketing strategy for a small business. If the target audience is teenagers or young males, a sophisticated script font isn’t likely to make much of an impression. If geared towards adult females, though, it has a far better chance of making a connection. It seems obvious, but many companies fail to adopt a font that is right for their primary demographic.

This infographic explores the main font types in more detail and offers some useful tips for small businesses on how to select an appropriate font for your brand.